Can Satellite TV Save a Senate Campaign?

The satellite industry is about to make campaign consultants’ dreams come true — for a fee.

Gov. Rick Snyder's "One Tough Nerd" ad helped propel him into office in 2010. This year, Michiganders might see dozens of different versions of a statewide ad, all targeted specifically to them.
National Journal
Jan. 27, 2014, 7:25 a.m.

Your tele­vi­sion is talk­ing to you — or at least it will be soon.

Dir­ecTV and Dish Net­work are team­ing up to of­fer something called “ad­dress­able ad­vert­ising,” or part­ner­ship. The idea be­hind the part­ner­ship is to al­low politi­cians to get ex­tremely spe­cif­ic as they tar­get their mes­saging.

Live in a re­tire­ment com­munity? You’ll prob­ably be see­ing lots of ads about So­cial Se­cur­ity. Do a lot of driv­ing? You’ll be hear­ing about gas prices. Wor­ried the loc­al fact­ory might close? Now you you’ll get to see your state’s Sen­ate hope­fuls try to outdo one an­oth­er with pledges to save it.

This kind of tar­geted ad­vert­ising isn’t new. All­state has used it to show one set of in­sur­ance ads to renters while homeown­ers see an­oth­er. But now satel­lite pro­viders are try­ing to use it to cash in on the big-money en­ter­prise of statewide polit­ic­al cam­paigns.

Ad­dress­able ad­vert­ising, said Dir­ecTV’s Keith Kazer­man, “util­izes highly soph­ist­ic­ated and tar­geted tech­no­logy that will al­low polit­ic­al cam­paigns to spe­cific­ally reach swing voters with TV ads. Cam­paigns can fo­cus their mes­sage to a pre­cise set of po­ten­tial voters and elim­in­ate the spend­ing waste.”

The pro­viders will be of­fer­ing the ser­vice for statewide cam­paigns. And while the part­ner­ship — which will start out with about five shared staffers in Wash­ing­ton and will be­gin selling ads in a couple weeks — has the satel­lite com­pan­ies see­ing green, it no doubt has cam­paign man­agers drool­ing as well.

Rather than dis­cuss­ing a broad plat­form on edu­ca­tion, your state’s gubernat­ori­al hope­ful can talk about his plan for your area’s strug­gling school dis­trict. Mean­while, the next town over, voters are hear­ing a plan to bol­ster a key loc­al in­dustry. So don’t be sur­prised if the ads for gov­ernor and sen­at­or start sound­ing a lot like the ads for your state rep­res­ent­at­ive. All polit­ics is loc­al, right?

What We're Following See More »
BREAKING WITH THE REPUBLICAN PARTY AFTER TRUMP INSULTED THE SENATOR
McCain Family to Endorse Biden
1 hours ago
WHY WE CARE

"The late Sen. John McCain's family plans to support former Vice President Joe Biden's White House bid, backing the Democrat not only in his party's crowded primary race but also in a general election matchup with President Trump, the Washington Examiner has learned. In an extraordinary snub to Trump, who derided McCain's Vietnam War service and mocked him even after his death last August at age 81, the McCain family is preparing to break with the Republican Party. McCain represented the party in Congress for 35 years and was chosen as its presidential nominee in 2008, losing to Barack Obama."

Source:
LEGAL BATTLE BETWEEN THE WHITE HOUSE AND CONGRESS LOOMS
IRS Resists Giving Congress Trump's Tax Returns
5 hours ago
THE DETAILS

"Treasury Secretary Steven Mnuchin left little doubt Tuesday that the administration will reject a congressional request for President Donald Trump's tax returns by a self-imposed May 6 target for a "final decision," setting the stage for a legal battle that will test the limits of congressional oversight."

Source:
CALLS CONGRESS "VERY PARTISAN"
Trump Opposes White House Aides Giving Congressional Testimony
5 hours ago
THE DETAILS

"President Trump on Tuesday said he is opposed to current and former White House aides providing testimony to congressional panels in the wake of the special counsel report, intensifying a power struggle between his administration and House Democrats. In an interview with The Washington Post, Trump said that complying with congressional requests was unnecessary after the White House cooperated with special counsel Robert S. Mueller III’s probe of Russian interference and the president’s own conduct in office."

Source:
GAG RULE WOULD HAVE KEPT CLINICS FROM REFERRING WOMEN TO ABORTION PROVIDERS
Judge Blocks Trump Abortion Rule
5 hours ago
THE DETAILS

"U.S. District Judge Michael J. McShane late Tuesday said he’ll grant a preliminary injunction against new federal restrictions that bar taxpayer-funded family planning clinics from referring patients to abortion providers, calling the rule a 'ham-fisted approach to public health policy.' Oregon is one of 20 states and the District of Columbia that challenged the Trump administration’s changes to the Title X family planning program in U.S. District Court in Oregon, along with Planned Parenthood affiliates and the American Medical Association."

Source:
WANTS IT BY MAY 1
Nadler Subpoenas Unredacted Report
5 days ago
THE LATEST
×
×

Welcome to National Journal!

You are currently accessing National Journal from IP access. Please login to access this feature. If you have any questions, please contact your Dedicated Advisor.

Login